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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Mentholatum: Oxy Chill Factor, a facial scrub that combines the company's patented acne-fighting formula with menthol, is debuting in stores now, Mentholatum announces. The scrub, which contains salicylic acid beads that are released during cleansing, costs between $5.90 and $6.59. Mentholatum has been working to reposition the Oxy brand to appeal to young men since it purchased the line from GlaxoSmithKline in 2004 (1"The Rose Sheet" Dec. 20, 2004, p. 6). In addition to repackaging, the company is relying on targeted marketing to appeal to the male youth segment by airing radio and TV spots during professional wrestling events. Separately, Mentholatum has launched initiatives for its Phisoderm brand, including new packaging targeting the 20- to 30-year old market, and print ads in Cosmopolitan and Shape magazines. The firm acquired Phisoderm from Chattem in December (2"The Rose Sheet" Dec. 12, 2005, p. 7)...
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